Cboe | HOOD Summit

A pair of custom Nike Cboe sneakers at the HOOD Summit

Opportunity

As the primary exchange sponsor at the inaugural HOOD Summit in Miami for Robinhood’s most active users, Cboe and tms had the chance to introduce and inform attendees about index options through a memorable, hands-on format.

The HOOD Summit was Robinhood’s first-ever customer-focused conference geared towards active traders. Taking place in October 2024, the summit featured the latest advanced trading products, covering markets and the latest innovations in financial services.

A Cboe Index Options HOOD Summit brochure

Approach

tms partnered with Cboe to develop an on-site, interactive experience aimed at helping traders understand index options. The activation was centered on a striking visual concept: a wall filled with plain white sneakers to symbolize limited investing choices, contrasted with a single, vibrant, custom-designed pair of Cboe shoes to illustrate that “life is better with options.”

After scanning a QR code with their mobile devices, participants were taken through an engaging digital walkthrough highlighting the key benefits of Cboe’s index options, such as tax advantages, cash settlement, global trading hours, and protection from early exercise. Completing the experience earned attendees a gift card to design their own sneakers, plus a gift bag featuring ticker-patterned shoelaces and a link to a comprehensive guide to index options. 

Two people participating in the Cboe HOOD Summit activation

Outcome

At the 2024 HOOD Summit, Cboe delivered a standout brand experience that combined education, interactivity and strategic product exposure. Of the 713 attendees, 583 completed the interactive QR code journey, demonstrating strong interest in index options and the Cboe brand. Attendees not only deepened their understanding of index options but also walked away with a personalized, branded memento, further cementing their connection to Cboe. 

While index options had only been live at Robinhood for a few months, the response has exceeded expectations. “The ramp up was greater than expected,” said Dave Howson, Cboe’s Global President, noting that retail traders are already tapping into the “full breadth of the toolkit” across Cboe’s index options lineup. 

Cboe and tms were recently recognized for the HOOD Summit activation, taking home gold at the 2025 Marcom Awards and bronze at The Association of National Advertisers (ANA) 2025 ANA B2 Awards. These recognitions exemplify how creative, data-driven marketing can drive adoption, elevate brand equity, and deliver measurable business impact.